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Dealing With Complaints About Advertising: the Importance of Regulatory Self-Discipline
Journal article   Peer reviewed

Dealing With Complaints About Advertising: the Importance of Regulatory Self-Discipline

Debra Harker and Michael Harker
International Journal of Advertising, Vol.21(1), pp.23-46
2002
DOI: https://doi.org/10.1080/02650487.2002.11104915
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https://doi.org/10.1080/02650487.2002.11104915View
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Abstract

advertising regulation advertising self-regulation
The regulation of advertising is a controversial and difficult process, and, given the choice, developed countries usually select a self-regulatory approach to deal with unacceptable advertising. Over the past three decades, two attempts at self-regulation have been made in Australia to produce more acceptable advertising. This article focuses on the complaint acceptance process in improving the effectiveness of advertising self-regulatory frameworks. The key findings of an Australian study, where its scheme has recently failed, are presented and discussed in this context, and theory is further developed as a key concept is uncovered and presented. The findings of this work have significant global implications, since they are important in assisting advertisers and regulators addressing the issue of effective regulation in both developed and developing countries.

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